A benefits plan is nothing more than a promise that an employer makes to their employees.
For benefits advisors, the key to crafting a plan that truly meets the needs of both parties lies in asking the right questions—questions that dig deep into the business’s values, pain points, and future.
Get to the bottom of it with these ten critical questions that every benefits advisor should ask their clients and prospects to add value and build benefits plans that work.
1. What Has to Happen to Make the Next Three Years the Best Three Years of Your Life?
This question comes from Dan Sullivan, founder of The Strategic Coach, and it’s an absolute ringer.
A future-focused conversation starter that never gets old, this question invites your client to articulate their vision, which in turn gives you a roadmap for aligning their benefits plan with their long-term goals. Whether they’re planning to grow, shrink, merge, or expand, their answers will provide invaluable insight.
2. What Are the Groups Within Your Group?
Every company consists of various subgroups—executives, long-serving employees, administrative staff, sales teams, and more. Recognizing these groups within the larger organization is essential for creating a benefits plan that feels relevant and valuable to all.
Ask your client, “Does the promise of your benefit plan need to be the same for everyone in the company?” This question encourages clients to think beyond one-size-fits-all solutions and consider more tailored approaches.
Often, business owners don’t realize that their benefits plan can be creative, unique, and truly tailored to their business. Asking about the groups within the groups in their organization opens the door to discussing how you can build a personalized plan that caters to each group.
3. What Is Your Compensation Philosophy?
Every company, whether formally stated or simply understood, has a compensation philosophy. Are they the top payers in their industry? Do they offer the best work/life balance? Or perhaps they provide just enough to keep the union out.
Asking, “What is your compensation philosophy?” helps you ensure that the benefit plan aligns with how they reward and retain talent. A business’ benefits plan should align with their compensation philosophy–it’s a significant factor in their compensation package, after all.
4. Do You Hate Paying Taxes?
You’ll be hard-pressed to find someone who doesn’t answer “yes” to this question. Asking it, however, works to remind your client or prospect that taxes should be considered when talking benefits.
Employee benefit plans are a tax-effective way to pay for personal and family health expenses. This question taps into a universal pain point—no one enjoys paying more taxes than necessary. By framing benefits as a tax-efficient solution, especially for business owners, you can position creative plan designs like 100% executive plans as highly attractive.
These plans offer flexibility, allowing business owners to allocate funds as they see fit, whether for medical appliances, private rehab, or even specialized education tuition.
5. What Are the Similarities and Differences Among Your Employees?
Understanding the diversity within a workforce is crucial for designing a benefits plan that resonates with everyone.
Whether the differences are based on age, education, language, or preferred communication styles, recognizing these variations allows you to propose more effective and inclusive benefits.
For instance, younger employees might value health and wellness programs, while older employees might prioritize retirement planning. You can’t tailor their benefits plan unless you know these details, and you won’t know until you ask.
6. Why Did You Gain Your Most Recent Client?
Reflecting on past successes can reveal a lot about what a client values. This question in particular digs down into their unique selling proposition.
By asking, “Think back… why did you gain your most recent client?” you encourage them to articulate their strengths and what sets them apart from the competition. The answers often lead to more questions, helping you design a benefits plan that plays to these strengths, whether it’s creativity, pricing, or value-added services.
7. What Is the Hurt?
Every business has pain points, and believe it or not, they’re often not just about costs.
By asking, “What is the hurt?” you help your client clarify what’s not working in their current benefits plan. Whether it’s specific items not covered, a lack of understanding of renewals, or service issues, identifying these hurts is your opportunity to offer solutions.
As a benefits advisor, the answer to this question is your golden ticket, telling you exactly how to add value for a particular prospect. Addressing these pain points directly can set you apart and win over your client.
8. What Differentiates You from Your Top Three Competitors?
In competitive industries, attracting and retaining top talent often comes down to how well a company stands out.
Asking this question provides you with insight into what makes your client unique. This understanding is crucial for shaping a benefits plan that not only supports their current employees, but also makes them an employer of choice for top talent.
9. What Challenges Is Your Company Facing Today?
Whether it’s staff retention, remote work productivity, or increased competition, every business is facing a challenge.
Asking about and understanding their current challenges allows you to add immediate value. This question opens the door to discussing how a tailored benefits plan can address these challenges, whether by offering enhanced wellness programs, flexible working arrangements, or other innovative solutions.
On another important note, this question also allows you to test the waters and gauge their temperature. As an advisor it’s important to understand when it’s time to pounce, versus when you’re better off stepping back for a moment. Sometimes, the best value you can provide is letting them know that all is running smoothly when everything else around them is chaotic.
10. Are You Prepared to Fire Your Existing Advisor for Measurable Value?
Early in your discussions, ask your client, “If I can show you something of measurable/material value, are you prepared and willing to fire your existing advisor?” This question directly assesses their openness to change.
Watch their body language closely and make direct eye contact; a hesitant or negative response means it might be time to move on. However, if the answer is yes, quantify the value, get their agreement in writing, and use it as a foundation for your closing presentation.
This approach can significantly increase your closing ratio while ensuring you invest your time wisely.
Trust The Benefits Trust
The role of a benefits advisor is not just about selling policies; it’s about understanding the unique needs and goals of each client and crafting a benefits plan that supports their success.
By asking these ten critical questions, you position yourself as a trusted partner who listens, understands, and delivers tailored solutions.
At The Benefits Trust, we believe in the power of asking the right questions. Our team is here to help you recognize opportunities and design benefit plans that meet the needs of your clients today and in the future.
Ready to take the next step? Contact The Benefits Trust to learn more about how we can support you in delivering exceptional value to your clients.
